Canadian Tires, as we learned only recently, sell more than tires. We knew they were all over the place, but not that they sell lawn chairs and bicycles and snacks and whatnot. This is like an NFL team renaming its stadium Walmart Field.

More importantly, it leaves open the possibility that at some point, a hockey player named Gord will drink an Alexander Keith's at a Tragically Hip concert at the Canadian Tire Centre. We, as a society, will have then achieved Max Canada.

This will be the fourth different name for the arena, which was first known as the Palladium before changing its name to the Corel Centre. It's off a highway in suburban Kanata.